Spotify Launches ‘K-HIP-HOP ROOKIES’ Program to Support Rising K-hip-Hop Artists
Spotify, the world’s most popular audio streaming subscription service, announced the launch of the ‘K-hip-hop Rookies’ program to support rising Korean hip-hop artists.
Kicking off and as part of the program, five hip-hop rookies – who took part in the South Korean rap competition ‘Show Me The Money 11’ – pre-released a track titled “HOP ON THE TRUCK (Prod. Padi)“, exclusively on Spotify on Jan 17 at 6 PM KST. Following this, the track will be officially available on various music platforms on January 20 at 6 PM KST. At the same time, the music video will also be unveiled on the official YouTube channels of both Spotify and Amoeba Culture.
The ‘K-hip-hop Rookies’ program this time has been established in partnership with ‘The Seed’ project by Amoeba Culture, one of Korea’s leading hip-hop labels. ‘The Seed’ aims to support rising artists to grow and bear fruit in the local hip-hop and R&B scene.
Produced by Amoeba Culture, “HOP ON THE TRUCK (Prod. Padi)” is the first song performed by toigo, GONEISBACK, NSW yoon, Roh Yun Ha, and XINSAYNE since ‘Show Me the Money 11’. The track delivers the message that the five artists will continue to move forward by hopping on the truck, even after the show is over. Spotify will provide a wide range of support, anywhere from track and MV development to online and offline promotions.
The newly released track’s music video teaser was also revealed exclusively on Spotify’s K-hip-hop playlist ‘KrOWN’. In addition, various contents, including behind-the-scenes interviews with the rappers expressing their feelings about finishing ‘Show Me The Money 11’ and sharing their thoughts on influenced works and individual careers, will be later available on Spotify Clips.
“Spotify’s support for K-hip-hop is especially meaningful in that many labels and artists have been working hard to continue boosting attention to the genre, particularly after ‘Show Me The Money 11’ was over,” said a Amoeba Culture representative. “We hope the K-hip-hop scene will continue to attract global listeners’ attention in diverse and creative ways through Spotify.”
“We will continue to work hard to connect more local Korean artists across different genres including hip-hop not only with fans around the world, but also with more global listeners who have not yet felt the charm of the diverse local Korean music scene,” said a Spotify spokesperson.
Spotify has been continuously supporting the globalization of Korean hip-hop. The company, for instance, rebranded its official global Korean hip-hop playlist ‘K-Hip-Hop +82’ to ‘KrOWN’ back in September last year. It also showcased its KrOWN campaign video starring Yoon Mirae, Tiger JK, Dynamicduo, The Quiett, and Jay Park in December.